Moshi Moshi lands Rapido’s Ownly and Kusha Kapila’s Underneat and turns briefs into growth engines

Two very different briefs. One hungry audience. One agency that enjoys turning clean ideas into compounding metrics. Moshi Moshi has picked up the digital mandate for Rapido’s food venture Ownly and the branding mandate for Kusha Kapila’s apparel label Underneat. That gives the shop a full funnel test bed this quarter. A value led meal brand for Bengaluru youth that wants habit, and a comfort first fashion label that wants a distinct identity and repeat love.

Ownly is a simple promise delivered with discipline. Affordable meals at one hundred forty nine rupees, no circus of codes, heavy on everyday convenience and local flavor. The job is not to flood feeds with coupons. The job is to make one hundred forty nine feel like the price you do not think about when the clock says lunch. Expect neighborhood native content, micro creator routes, and performance audiences that understand college schedules, office clusters and evening refuel patterns. If the creative system works, the same narrative will travel from reels to ride share touchpoints and into repeat orders without breaking tone.

What success looks like for Ownly is boring and beautiful. A steady rise in first to second purchase conversion. A delivery radius map that fills in from college hubs and tech parks. A cost per incremental order that falls for cohorts exposed to creator led reviews and taste tests. A community that talks about flavor and reliability more than discount codes. When that happens, the one hundred forty nine becomes a habit number rather than a promotion line.

Underneat is a very different canvas and it needs a quieter kind of confidence. The brand identity Moshi Moshi has shaped leans into comfort, inclusivity and a look that flatters without shouting. The design language draws on natural body forms and keeps lines clean so the label can move from social to store without losing dignity. Packaging extends the idea with an unboxing that feels like a promise kept. The message is simple. Good clothing is a secret you feel before you see, and the brand wants to earn a place in your weekly rotation rather than your highlight reel.

Measurement for Underneat will not chase quick spikes. It will watch assisted sales from size guides and fit explainers. It will read returns and exchanges as a product feedback loop. It will track creator commentary that talks about fabric and cut rather than only color and pose. If the identity is doing its job, brand search rises, repeat rate climbs and reviews mention comfort as often as style. That is how a label matures into a category voice.

The common thread across both mandates is restraint and clarity. Ownly aims to build habit through honest value and local stories. Underneat aims to build trust through design that respects every body. Moshi Moshi is accountable for making both ideas feel obvious on a screen and inevitable in a cart. That means tighter editorial calendars, modular creative that ships daily, and performance plumbing that shows which message moved which user to do what at what cost.

If you run growth in food or fashion, the playbook here is a reminder. Price without story is a race to the bottom. Story without product truth is a sprint to disappointment. When value is real and identity is considered, media stops feeling like noise and starts behaving like a menu and a mirror.

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